Dr. Director, Web & Digital Marketing Strategy

2021 - Present

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• Recovered a department from the employment crisis following the Covid-19 pandemic and reorganized a team of five employees based on organizational strategy, market demands, and market availability
   

• Successfully managed the migration and consolidation of the deployment of Rollins’ entire web presence to a cloud-based property (AWS), resulting in the Rollins web team to have full control over our site
   

• Worked with my team, a vendor, and the campus community to smoothly and successfully migrate a large portion of the Rollins website our on-premises hosted CMS to a cloud-hosted CMS
   

• Launched two marketing websites for Rollins’ Professional Development degree programs and Graduate Studies websites within 6 months. Developed the timeline and collaborated on the digital strategy. Worked with various partners to create written, photography and video content, update the CMS for our needs, SEO, lead generation, code deployment and launch on time
   

• Developing a web strategy to exit off our legacy CMS and move to our newly developed Jamstack and new portal solution (managed by IT)
   

• Collaborating with my SEO, social media, and videography team members to support their strategies, assisting in messaging, approvals and implementation
   

• Continuing to develop and manage Rollins’ full-time undergraduate college enrollment annual advertising strategy across TikTok, Facebook/Instagram, Google Search, and YouTube
   

• Able to quickly pivot strategies as the industry moves to a privacy-first mindset and first-party data ad strategies, as well as when audience shift preferred platforms

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​Director, Digital Marketing

2018 - 2021
 

• Developed a digital marketing strategy for the College to pilot, offering a more cost-effective solution over external, agency support
   

• Onboarded and implemented HubSpot for the Marketing team’s use in enrollment campaign marketing
   

• Regularly reviews and reports on campaign key performance indicators to leadership
   

• Manages College advertising strategy via Facebook Ads Manager and Google Ads 
   

• Campaigns of note:
   

  • Piloted a new geographically targeted enrollment campaign based on where Admission counselors travel to meet students, but Rollins had not done additional marketing in those markets. Ran an A/B 12-sequence email campaign in HubSpot with supporting 4-week Facebook & Instagram ads to 65,000 individuals to generate leads for Admission. Our internal campaign, in these new markets, received a 9 percent response rate, outperforming a similar campaign our agency runs in our major markets, which received an 8 percent response rate.
     

  • Established a video strategy to authentically introduce students to Rollins and answer their most important questions in the college admission process. Partnered with talented current students to develop vlog-style videos across dining and living options on campus, making friends, staying active, navigating Covid on campus, and more. These videos were extremely successful with prospective students and families.
     

• Guided an internal group of 10 marketers from around the College through the Facebook Blueprint courses during a summer cohort.

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​Associate Director, Social Media

January 2016 - Present
 

• Developed a social media strategy to engage and attract new students to the college
   

• Analyzed social media engagement metrics and traffic monthly to measure the effectiveness of strategy and ROI, making necessary adjustments to meet changing audience preferences
   

• Lead an internal resource group of 50+ social media managers across campus to implement brand’s strategy
   

• Provided strategic leadership for marketing, internal, emergency and presidential communications plans
   

• Campaigns:

  • Developed a content strategy to show the real student experience to prospective students with #RollinsLife and a student social media ambassador program. Recruited dozens of student ambassadors to share their #RollinsLife through posts on social media, which are then curated for RollinsLife.com. Following a semester of strong engagement, RollinsLife.com was launched to all students in the Rollins enrollment database via an email campaign. Rollins Life is now integrated into the flow of admission communications from first touch to acceptance and deposit.

  • To target current and prospective students via Snapchat, their preferred platform, we first had to grow our audience. Developed a Snapchat campaign leading up to Fox Day to attract new followers, resulting in a 170 percent growth in followers. Daily content was then curated from student ambassadors to share the student POV for prospects. Views of Rollins’ stories increase month over month.

  • An example of one of the many mini-campaigns ran weekly on Rollins’ social media to attract and inspire new students: Shared the 4-year college careers of eight graduating seniors on the college’s four main social media accounts leading up to graduation. The campaign reached 179,143 people and garnered 14,347 engagements, and an 8 percent engagement rate, which surpasses all industry standards.

  • With a goal of reaching 10,000 followers on Instagram, the main channel for engaging prospective and current college students, we created an on-brand giveaway to encourage more follows of our audience. We reached our goal 2-months early and are now able to serve content on our Instagram Story that allows viewers to swipe up and go to a website for more information.

  • With the above goal achieved, my coordinator was able to produce higher quality content to share our editorial team’s content on Instagram Stories. These Stories rose Instagram as a referrer to the College’s blog from #42 to #5, increasing traffic by 9,033 percent within the Spring 2019 semester.

• Served as a Public Information Officer and consults campus leaders during emergency and crisis situations: see higher education specific FEMA Emergency Management Certifications below. PIO team anticipates and addresses emerging policy, crisis, and reputation issues that can affect the college.
   

• Worked closely with college president to develop his own brand communications plan